rD #tbt: Power goes back to reside in the hands of the consumers

2016 marks the 10th year anniversary of rDialogue as a leader in both loyalty and relationship marketing. Over the years, we’ve seen many significant changes, themes and beliefs in marketing, and as a good strategy group, we’ve had opinions about many of these themes.
Over the past six months, we’ve been revisiting some of the more prophetic opinions, and reinforcing their importance. None of these themes has tied everything together quite like this one, our final #rDtbt in 2016. To close out this chapter, we look to the “all mighty” consumer, the ultimate driving force in the market. Here’s to 2017 and the new relationship marketing. Thank you for reading.

Trend #14: Power goes back to reside in the hands of the consumers

Industry said in it – 2015

“Transparency will become the most important tool of marketing. Consumers are going to continue to exert power and influence. The idea of radical transparency is something that few brands are taking advantage of now, and most brands fight it. Next year the best brands won’t be those with the best stories, or sort of made up fictional stories, but those that will give an accurate and real time picture of what they are doing in the interest of the consumer, at any given time.” – 11 marketing trends to watch for in 2015

rDialogue said it in – 2015

“From a business perspective, fans have influenced how companies market goods and services and how media/ad space is purchased.  Most importantly, fans have redefined what all of us want from our customers, regardless of industry – passion for and deep engagement with our brand. And this is the essence of how loyalty is being built today (in all industries not just sports) – fostering real fandom through emotional loyalty.” – Jodi Rausch in Connecting fans to brands through loyalty